Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Skin Care in Lithuania

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Executive Summary

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PROSPECTS

Anti-ageing and cleansing in demand

Sales of skin care in Lithuania are mainly underpinned by the impressive results of face care products. Continuous economic development and growing purchasing power together with growing education spurred demand for innovative products in face care.

Anti-cellulite body care loses lustre

In contrast to face care, body care demonstrated the worst performance among the skin care subcategories in 2017. The poor performance of this subcategory is attributed to changes in consumer preferences.

Pharmacies enter category

Following the general trend in beauty and personal care, consumers turned to pharmacies for skin care in Lithuania in 2017. The perception that the quality of skin care products is higher and advice is better in pharmacies contributes to this consumer shift.

COMPETITIVE LANDSCAPE

Migration to premium

Skin care, like colour cosmetics, is characterised by the consumer migration to premium products. As a result, the category is becoming more fragmented with various smaller international and local brands being introduced.

Biok remains strongest local player

The leading manufacturer of local skin care brands – Biok UAB – follows the general demand for higher-quality, premium skin care products. As a result, it continued to support the Dermatology series with the majority of SKUs targeting facial care.

L'Oréal holds its position

L'Oréal continues to be the leader in skin care in Lithuania due to its long-standing presence and good reputation for its brands. However, with the consumer preference shifting towards more premium products, the company faces a challenge to maintain share.

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